At ALCOVA, during Salone del Mobile Milano 2018, our collective presented ‘READY, SET, GO!’ a constantly changing exhibition that resembled a photo studio. Equipped with objects, props and elements associated with set-design we publicly performed the elaborative work behind the glossy images you daily see. READY, SET, GO! was an announcement and a representation of all aspects of set design production. Very often the process is a dimension of denial and mystery. Through various, daily changing, artistic environments ‘Better Known As’ intended to offer an insight into there work methodology. Each member of the group stepped into various roles from set-dresser, light assistant, retoucher, prop-maker to image producer.